52 Facebook Advertising Tips & Best Practices

PAY PER FACE:Facebook Paid Ads
52 Tips & Best Practices For Getting Better Results and Lower Cost Per Click From Facebook Ads
By Brian “Facebook Ads Are My Middle Name” Carter
“Hey!”

Overview
It’s about affinity (likes), not keywords
The more relevant the like, the higher the conversion rate
The more compelling the image and headline, the higher the CTR, and lower CPC
Change ads frequently

Preparation
Great offer
Demographic research- if you have nothing, check Quantcast or Google AdPlanner
Compelling ads (images and copy)
Commitment to frequent testing and ad rotation

How to Target Your Audience
Building targets:
Start with large target audience and refine OR
Build from micro-groups
Create groups of targets prioritized by relevancy, and budget accordingly
Lowest affinity
Middle affinity
Highest affinity

Compelling Images
Amateur look
Shocking
Celebrities
Animals
Freaks
Women
Smiling people
Locally recognizable if Geotargeting
Borders in colors that contrast with FB blue
Relevancy; you’ll be disapproved just for using the hot woman if not relevant to your ad or offering
Off the wall stuff even you don’t think will work
Picture of their goal/dream

Awesome Copy
Questions
Testimonials
Special characters
Ego play
Reflect demographics
Calls to action
Study the copywriting greats
Robert Bly
Claude Hopkins
Joe Sugarman
Dan Kennedy

Ad Best Practices I
Always test multiple ads at same time
Pause ads that never perform
Pause ads that dip in performance; try them again in a couple weeks
Look how much CTR and CPC can vary

Ad Best Practices II
Watch for ads decreasing in CTR, look at last 7 days compared to lifetime
Renewing faltering ads
Change border color
Change headline
Change images
Ad reactivated
Ads Tiring

Grad School I
Super-targeting:
Split everything up for more segmented targeting
Ages
Gender
Likes
Cities
More ads but better results, more profitable

Grad School II
Learn what makes people click
Study top Dugg stuff in the last yearhttp://digg.com/all/popular/365daysdrill down to your category
Study copywriting
Benefits not features
Put yourself in the prospect’s shoes
Write like you would tweet or update- humble, honest, normal

Grad School III
Get reflexive
Mention Facebook or FB terminology
Offer FB-specific discounts or checkout codes

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52 Facebook Advertising Tips & Best Practices

by Brian Carter on Jun 22, 2010

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